Fashion expect won’t be agree on denim originated from which place – some believe Levi Strauss, took the textile from French town, while some says Christopher Columbus brought it to America. One thing is for sure, Denim is now one of the most universally worn and the brand in the world. Where you go and see tinsel or modal look, you will find almost certainly denim wherever you see it.
Read next to know about the huge innovations happening in the denim industry in coming years, as many big visionary’s brand predicted like Levi’s, G-Star Raw as well as other names AYR and Ohlin/D.
Recycling and Upcycling
Upcycling isn’t new, it’s popularity in denim- especially for jeans is much higher. For brands like Frame, the popularity of look has given a unique opportunity to upcycle denim from the brand’s own archives to make mix collection, a famous instagram models like Gigi Hadid and Kendall Jenner.
Frame co-founder Jens Greed and Erik Torstensson said that the genesis of the Nouveau Le Mix collection was quite creative and positive approach toward over overstock and archival styles. They also said that they would like think what they're doing their small part to reduce the waste footprint through this collection.
In an interview brand founder and president Anne Deane said that to minimize the continuous output that the fashion industry is guilty of and the huge amount of waste left to landfills.
One of the best things that makes denim a popular fabric is its sturdiness, it goes through more wear and tear than any other textiles in clothes fabric. One problem has arisen is that the rigidity and thickness, which makes it uncomfortable. Material like Spandex, which add stretch, providing comfortless. Finding the right combination of spandex mix to hold its original shape takes come balancing and challenging.
Jac Cameron, co-founder and creative director of brand AYR said that yarn technology has evolved drastically in the last 10 years. Decade ago, when he started career in denim, the stretch percent was 2%. These days with this new fabrics 30-50% stretch used and the most incredible recovery.
AYR’s customers provided reviews mentioning that comfort and holding power are the two huge concern when they buy a pair of jeans. G-Star has introduced 3D sculpted denim to address all these issue claimed by Rebecka Bach, Clothing cannot be two-dimensional, it should be sculpted to fit a three-dimensional figure.
Denim have durability which makes it more likely to re-worn and increase lifespan, but the process to produce it is still an extremely wasteful, which consumed massive amount of water and dye. Innovative brand like Levis and G-Star Raw are out to change that introducing new processes and green fabrics that lower the impact of denim production.
Levi's is working with a type of long-staple Supima cotton grown in California that’s developed to be drought-resistant. Paul Dillinger, VC of president of product innovation said that it’s the longest cotton staple ever cultivated, which provide twice the strength than any conventional cotton, and exceptional softness, to get more durability and softness without using any chemical. He also noted that levis part to reduce the impact of producing denim, from dying process saves upto 75% of the dye use of organic indigo and cotton.
G-Star Raw similarly reduce its impact on a textile level by experimenting with other material like nettle, recycled ocean plastic and even the own garment waste.Hydrite denim, new fabric that is used and uses innovative dyeing and finishing processes which reduce water waste upto 95% and use less energy and chemical. They also collaborate with logistics to improve supply chain with product and practices as stated by Bach, Product Manager of G-Star Raw.